Cencora

In 2019, the healthcare industry was at a turning point, and Cencora (formerly AmerisourceBergen) seized the opportunity to redefine its role as a global leader. During the pandemic, the company’s vital contributions to the safe and reliable distribution of medications came into sharp focus. Yet, despite being a Fortune 10 company, its brand lacked the cohesion and clarity to reflect its essential role in the healthcare system.

This realization sparked a bold initiative to transform Cencora’s brand and align it with its purpose: “creating healthier futures.” Partnering with MetaDesign, the process began with strategic work to simplify a complex business structure and unify its 186 business units under a single, cohesive brand. A flexible brand architecture construct guided the business structure set-up, and this strategic foundation paved the way for a new identity that would resonate with diverse audiences, and position the company for its next chapter.

Transformative Strategy

The transformation of Cencora’s brand was guided by a clear vision: to simplify its complex business structure and reflect its leadership in healthcare innovation. MetaDesign’s strategic approach focused on aligning the brand’s visual and verbal identity with its purpose, while clarifying its structure to ensure a cohesive and unified presence.

By emphasizing clarity, accessibility, and a consistent voice, the new strategy created a brand that resonates with diverse stakeholders — from investors and partners to employees and patients — while ensuring the company could continue to adapt and thrive in an evolving industry.

Transformative Branding

The new Cencora brand is a vibrant, modular system that reflects the company’s inspiring purpose and ambition. Central to the design is the Cencora wordmark, which prioritizes simplicity and clarity while projecting confidence and approachability. The distinctive True Blue color is a trustworthy tone, and anchors a dynamic palette of energizing colors, complemented by dynamic gradients that convey a sense of progression and movement.

The Cencora Gilroy font is a modern, clean, and highly functional typeface used across the brand. Designed to support over a hundred global languages, it ensures clarity, consistency, and accessibility in both print and digital applications. Its versatility makes it a vital tool for communicating the brand’s message effectively to diverse audiences.

Every element of the design system works together to embody the company’s mission and vision, creating a brand that is cohesive, functional, and visually striking.

Transformation Through Naming

In August 2023, the company completed its transformation by embracing the name Cencora. Inspired by “center” and “core,” the new name symbolized its mission to place people and animals at the heart of healthcare innovation. This evolution united its many businesses under a single identity, making it easier to communicate a unified vision of healthier futures.

The renaming also provided an opportunity to refine the visual identity introduced in 2021. Updates like the Core Gradient and simplified logo reinforced the brand’s vibrancy and adaptability, while new design elements symbolized the connections between Cencora’s businesses. Together, the name and visual system positioned Cencora as a forward-thinking leader in the healthcare ecosystem.

Transforming Every Day

Cencora’s transformation is ongoing. As the healthcare industry evolves, the brand has been carefully designed to adapt to new challenges and embrace emerging opportunities. Its flexibility allows it to scale, integrate new technologies, and respond to the shifting needs of partners, patients, and the global healthcare ecosystem.

Cencora’s broader achievements reflect the success of its transformation journey, including a 12% increase in its stock price following the rebrand, and its recognition as a finalist in the Transform North America Awards 2024. These milestones highlight the company’s growing impact and influence across the healthcare industry.

With new initiatives and innovations on the horizon, Cencora is poised to lead the healthcare industry into the future while staying true to its core mission: creating healthier futures.

Awards

• Transform Awards North America 2024 (Best Brand Development (Corporate))

• Transform Awards North America 2024 (Best Implementation of a Brand Development Project)